Ad Agency
Out of context: Reply #13
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This regards the sale of rights. A common practice with identites. For example, many agencies will charge for the work to develop an identity, and then apply a seperate fee for the sale of the rights to the identity.
The sale of rights depends not only on the value of the work, but its extent of use. For example:
Where will it be used? for example markets in the US only, or in europe, Japan, etc.
How will it be used? will design elements be used as branding tools or devices in any markets/applications?
You can find good information on this in the Graphic Arts Guild's "Handbook of Pricing and Ethical Guidelines".
Ist not just about how much money you charge them for the work, its about the potential of the work.
And remember to use a contract that specifies the terms of the sale of the rights and also releases, so that you are never held legally responsible for how the use the work, etc.